Cheaper long-haul airfare, Instagram-inspired getaways, and a growing curiosity for the road less traveled all mean one thing: your next favorite vacation might be to a destination that you’ve barely heard of.
While cities like Barcelona, Rome, Santorini and Dubrovnik find themselves in the thick of a tourism boom, a growing list of secondary cities and smaller towns are quickly rising on the radar of international travelers — and for good reason: many of these underrated destinations offer the same culinary experiences, breathtaking views and cultural traditions, for a fraction of the big city price and with fewer crowds.
Here are a few once-overlooked gems that have snuck into the mainstream radar and are finally getting the recognition they deserve:
Tbilisi, Georgia
Tbilisi is a mix of old and new that feels easy to explore. The Georgian capital city sits at the crossroads of Europe and Asia, set along the Mtkvari River with a backdrop of rolling hills and open countryside. The city’s Old Town features a blend of ornate architecture, cobblestone streets, modern sidewalk cafes, art galleries, and dozens of wine bars.
It’s a compact, walkable city with layers of history. You can spend the morning wandering through centuries-old churches, make a pitstop for a strong coffee before visiting the Georgian National Museum, and end the day with a glass of delicious Saperavi wine — one of Georgia’s claims to fame. Prices are lower compared to Western Europe, and Georgian hospitality makes it easy for visitors to feel at home. The food here is worth the trip alone: hearty khinkali dumplings, savory khachapuri, and rich stews often served in large portions for sharing.
Tbilisi is also a gateway to the rest of Georgia. Within a couple of hours, you can be hiking the trails around Kazbegi, in the heart of the Kakheti wine region, or exploring the cave monasteries of David Gareja. Initially popular with digital nomads for its affordability and livability, the city’s history, food and wine scene, and access to nature is what’s turning Tbilisi from just a stopover into a trip worth taking on its own.
Mérida, Mexico
Mérida is the cultural and culinary hub of Mexico’s Yucatán Peninsula, with a warm climate, colorful streets, and deep Mayan roots. Pastel facades, open-air markets, and shady tree-lined plazas make it easy to get around on foot. It’s a city best enjoyed at a slow pace, though it also works well as a two- or three-day stop if you’re in the region after visiting Chichén Itzá.
Food is one of the major draws: slow-cooked cochinita pibil, homemade sopa de lima, and fresh-caught seafood from the Gulf coast are staples on menus across town — and prices are reasonable, even at the city’s more elevated mezcalerías and high-end restaurants. With a strong community of foreigners that have integrated with the locals, it’s easy to find a sense of belonging, even on a short visit.
Mérida has been attracting more and more attention over the past decade, but it’s still far from Tulum or Cancún when it comes to tourism. Word has spread thanks to travelers who have passed through while visiting the Yucatán’s beaches and are surprised by how much the city itself offers. And with more direct flight connections and a growing reputation as one of Mexico’s safest cities, don’t be surprised if Mérida shows up on your next Mexican vacation itinerary.
Mostar, Bosnia and Herzegovina
About two hours southwest of Sarajevo, Mostar is a small city known for its compact old town along the Neretva River and its famous 16th-century stone bridge. The Stari Most — which means ‘Old Bridge’ in Bosnian — links the city’s two sides, and the narrow streets leading to it are lined with market stalls, small shops, and open-air cafes.
In summer, the bridge becomes the main event, as you can watch locals (and the occasional brave tourist) dive 20 meters into the river below. It’s a centuries-old tradition, a performance and a point of pride, with some local divers training for years before making the jump. The rest of Mostar is just as memorable, with highlights that include the old bazaar, dozens of riverside restaurants, a slew of nearby hiking trails, and easy day trips to various waterfalls and monasteries in the area.
Mostar used to be a quick pitstop on the backpacker trail, often squeezed between Dubrovnik and Kotor. But these days, Mostar — and Bosnia and Herzegovina as a whole — are drawing more travelers who come for longer stays and are curious to explore more than just the Balkan coast. Affordable guesthouses, reliable transport, and a growing number of highly rated restaurants mean this once low-profile city is now firmly on the list for your next European trip.
Swakopmund, Namibia
On Namibia’s Atlantic coast, Swakopmund sits where the desert meets the ocean, offering a cooler climate than the country’s larger inland towns. This unique setting makes it a perfect stop for travelers looking for some adventure in their next vacation, and it’s been steadily growing in popularity over the past few years.
Days here can be as laid-back or active as you’d like — you might spend the morning at a cafe or craft market in town, and later head into the dunes for sandboarding or an ATV excursion. The ocean is rather chilly year-round, but dolphin and whale-watching tours make for another great afternoon trip. Beyond the activities, Swakopmund has plenty to offer for food lovers too, from fresh local oysters to endless street food options.
Swakopmund used to be overshadowed by Cape Town’s beauty and Botswana’s safaris, but these days it’s attracting travelers to southern Africa all on its own — thanks to its unique geography that acts as a base for both marine and desert exploration.
Da Nang, Vietnam
Once treated as just a quick stop between Hoi An and Hue, Da Nang has become a destination worth visiting outright. The city’s long, sandy beaches are only minutes from the center, which is full of coffee shops, seafood restaurants, and a night market that’s a must-do. It’s easy to get around, and most of the main attractions are within a walk or short drive from where you’re staying.
Beyond the beaches, there’s plenty to fill your days: you can head up into the Marble Mountains to explore caves and pagodas, do a lap on the scenic Hai Van Pass, or visit the Son Tra Peninsula for a chance to see endangered wildlife.
With its affordability, reliable infrastructure, and the balance of urban convenience with quick access to nature, it works just as well for a short beach break as it does for an extended stay. Da Nang used to be just a transit point for trains, buses, and flights, but more visitors are now staying longer each year.
Final Thoughts
Until recently, each of these five destinations had managed to stay off the busy tourist radar — but the secret has finally started to get out. That being said, they are still firmly in the sweet spot before the sentiment becomes “it was better a decade ago.” From short city breaks to bases for longer trips, these once-underrated spots prove that some of the best travel experiences happen off the classic bucket list.
Emily is a freelance writer who has been traveling full-time for over five years She has visited dozens of countries but can often be found in Spain and Mexico. In her Substack, Extracurricular Pursuits, she shares personal essays and travel stories that document the quirks, chaos and realities of living abroad.